The Labour party has moved to secure the services of the advertising agency which helped Margaret Thatcher's Conservatives almost three decades ago.
Gordon Brown's party has signed up Saatchi & Saatchi to run its publicity campaign in the run-up to the next election.
The first ad from the company linked to the Tories for so long bears a picture of the prime minister below the caption 'Not flash, just Gordon'.
Douglas Alexander, Labour's general election coordinator, said: "I can confirm that we have appointed Saatchi & Saatchi and we are delighted to have them on board."
The Saatchis were responsible for the iconic ad campaign which swept Ms Thatcher to power in 1979.
Saatchi & Saatchi produced the 'Labour isn't working' ad which depicted queues of people lining up outside an unemployment office.
Charles and Maurice Saatchi were behind the Tories' ad campaigns until last year when their offshoot company, M&C Saatchi, ended its association with the Conservative party.
Maurice Saatchi held the position of Tory co-chairman for two years until 2005.
The 2005 Labour election campaign publicity was dealt with by TBWA/London.
Digg 
Delicious 
Reddit 
StumbleUpon 
Google 
Technorati 
Netvouz